This month BACARDÍ unveiled a new campaign with a strong focus on male bonding, and some friendly jabs at their competitor, Captain Morgan. BACARDÍ Oakheart is at the forefront of the “All In, All Heart” campaign, getting consumers in key markets to “bench the Captain” and join the Brotherhood of Oakheart.

“Since its launch back in 2011, Oakheart has significantly grown, organically, to become one of the top-selling spiced rums in the market,” said Fabio di Giammarco, Global Vice President, BACARDÍ rums. “It’s now our time to showcase our leadership in the category. We attribute our success to the affirmative feedback received from our consumers and proudly claim our title today as the better tasting spiced rum over Captain Morgan Original Spiced Rum.”

As mentioned, the campaign is taking aim directly at the Captain, but also with a sports angle, including “The Best Part of Gameday, Isn’t Always the Game.”

A taste test between BACARDÍ Oakheart and Captain Morgan Original Spiced Rum was conducted by an independent third party research company between August 21 – August 29, 2015, in which Oakheart Spiced Rum came out victorious. Consumers preferred the taste of Oakheart almost unanimously.

BACARDÍ Oakheart spiced rum is crafted by Maestros de Ron BACARDÍ from heavily charred oak barrels to give it a unique, smoky flavor before being filtered through charcoal, and then finished by adding a secret blend of spices. BACARDÍ Oakheart is available nationwide starting at $14.99.